Credit Card Development Strategies for the Youth Market : The Use of Conjoint Analysis

In the light of increased competition and introduction of advanced technologies into financial service sectors, financial institutions felt the need to apply marketing concepts and techniques. In particular, assessment and understanding of credit card customers′ needs and wants have become very important. It is known that people develop their first brand loyalties when they are between the ages of 18 and 25. Accordingly, college students as an important part of the youth market offer great opportunities for credit card companies. With this in mind, the purpose of this empirical study is to determine the important factors influencing credit card selection behaviour of college students via conjoint analysis. The results of this study offer important managerial implications for policy makers at the banks, financial institutions and other credit card dispensing retail outlets.